ABOUT THE SPEAKER
Gary Lauder - Venture capitalist
Gary Lauder is the managing partner of Lauder Partners, a VC firm, and the co-creator of the Socrates Society at the Aspen Institute.

Why you should listen

Gary Lauder is the Managing Partner of Lauder Partners LLC, a Silicon Valley-based venture capital firm investing primarily in information technologies. He has been a venture capitalist since 1985, investing in some 60 private companies. He is also chair of ActiveVideo Networks, a developer of interactive television technology for cable, IPTV and other forms of internet delivery. Other directorships: Promptu, MediaFriends and ShotSpotter. Investments are primarily in television/IPTV technology and web arenas. 

He is the co-creator of the Aspen Institute's Socrates Society with Laura, his wife. He has had a working cable modem (usually) in his home since 1994. He is co-inventor of 10 patents, has spoken at some 80 industry forums, and, since 1992, has published several articles about the future of the cable industry ... that he still stands by.

More profile about the speaker
Gary Lauder | Speaker | TED.com
TED2010

Gary Lauder's new traffic sign: Take Turns

Novi saobraćajni znak Gerija Laudera (Gary Lauder): Smenjivanje

Filmed:
633,836 views

Polovina saobraćajnih nesreća desi se na raskrsnicama. Geri Lauder deli svoju odličnu, a jevtinu ideju o tome kako pomoći vozačima da se lakše kreću: novi saobraćajni znak koji kombinuje karakteristike znakova "Stop" i "Trougao" - i moli vozače da budu ljubazni
- Venture capitalist
Gary Lauder is the managing partner of Lauder Partners, a VC firm, and the co-creator of the Socrates Society at the Aspen Institute. Full bio

Double-click the English transcript below to play the video.

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I only have threeтри minutesминута
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Imam samo tri minuta
00:17
so I'm going to have to talk fastбрзо, and it will
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pa moram brzo da pričam i to će
00:19
use up your spareрезервни mentalментални cyclesциклуса, so multitaskingviљe stvari odjednom mayможе be hardтешко.
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opteretiti vaš mozak - multitasking može biti naporan.
00:23
So, 27 yearsгодине agoпре I got a trafficсаобраћај ticketкарта
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Dakle, pre 27 godina dobio sam saobraćajnu kaznu
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that got me thinkingразмишљање.
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zbog koje sam se zamislio.
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I've had some time to think it over.
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Imao sam neko vreme da promislim o tome.
00:29
And energyенергија efficiencyефикасност is more than just
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Kod uštede energije ne radi se
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about the vehicleвозило --
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samo o vozilu.
00:33
it's alsoтакође about the roadпут.
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Radi se i o putu.
00:35
RoadPut designдизајн makesчини a differenceразлика, particularlyпосебно intersectionsraskrsnicama,
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Izgled puta ima uticaja, naročito raskrsnice,
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of whichкоја there are two typesврсте: signalizedsignalized
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kojih postoji dve vrste: sa signalizacijom
00:39
and unsignalizedunsignalized, whichкоја meansзначи stop signsзнаци.
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i bez, što znači sa stop znacima.
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FiftyPedeset percentпроценат of crashesпада happenдесити се at intersectionsraskrsnicama.
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Pola sudara desi se na raskrsnicama.
00:43
RoundaboutsUvrtanje are much better.
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Kružni tokovi su mnogo bolji.
00:45
A studyстудија of 24 intersectionsraskrsnicama
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Studija o 24 raskrsnice
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has foundнашао crashesпада dropкап 40 percentпроценат
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pokazala je da se sudari smanje za 40%
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from when you convertпретворити a trafficсаобраћај lightсветло into a roundaboutkružnog toka.
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kada se raskrsnica sa semaforom pretvori u kružni tok.
00:53
InjuryPovreda crashesпада have droppedпао 76 percentпроценат,
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Sudari sa povredama smanjili su se za 76%.
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fatalфаталан crashesпада down 90 percentпроценат.
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Smrtne nesreće smanjile su se za 90%.
00:58
But that's just safetyбезбедност.
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Ali to je samo bezbednost.
01:00
What about time and gasгасни?
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Šta je sa vremenom i gorivom?
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So, trafficсаобраћај keepsзадржава flowingтече, so that meansзначи lessмање brakingkoиenje,
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Znači, saobraćaj teče, to znači manje kočenja,
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whichкоја meansзначи lessмање acceleratingубрзава, lessмање gasгасни and lessмање pollutionзагађење,
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što znači manje ubrzavanja, manje goriva i manje zagađenja,
01:07
lessмање time wasteduzalud,
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manje protraćenog vremena,
01:09
and that partlyделимично accountsрачуне for Europe'sU Evropi better efficiencyефикасност
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a time se objašnjava bolja efikasnost u Evropi,
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than we have in the UnitedUjedinjeni StatesDržava.
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nego što je kod nas u Sjedinjenim Državama.
01:13
So, unsignalizedunsignalized intersectionsraskrsnicama,
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Dakle, raskrsnice bez signalizacije,
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meaningзначење stop signsзнаци, they saveсачувати manyмноги livesживи,
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one sa stop znacima, spašavaju mnoge živote,
01:17
but there's an excessiveпретеран proliferationпролиферација of them.
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ali je došlo do njihovog prekomernog širenja.
01:19
SmallMali roundaboutsuvrtanje are startingпочевши to appearпојавити.
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Pojavljuju se mali kružni tokovi.
01:22
This is one in my neighborhoodкомшилук. And they are
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Ovo je jedna u mom kraju. One su
01:25
much better -- better than trafficсаобраћај lightsсветла, better than four-way4-way stop signsзнаци.
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mnogo bolje - bolje od semafora, bolje od stop znakova.
01:28
They're expensiveскупо to installинсталирај,
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Skupe su za izgradnju,
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but they are more expensiveскупо not to. So, we should look at that.
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ali još je skuplje ne graditi ih. Trebalo bi tako da gledamo.
01:33
But they are not applicableприменљиво in all situationsситуације.
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Ali nisu primenjive u svim situacijama.
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So, take, for exampleпример, the three-waytroje intersectionраскрсница.
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Uzmite, na primer, ukrštanje 3 puta.
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So, it's logicalлогичан that you'dти би have one there,
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Logično je da će biti jedna tamo,
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on the minorминор roadпут enteringулазак the majorглавни.
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gde se manji put ukršta sa većim.
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But the other two are somewhatдонекле questionableупитно.
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Ali druge dve su prilično diskutabilne.
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So, here'sево one. There's anotherдруги one whichкоја I studiedстудирала.
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Evo jedne. Evo još jedne koju sam proučavao.
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CarsAutomobili rarelyretko appearпојавити on that thirdтрећи roadпут.
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Kola se retko pojavljuju na tom trećem putu.
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And so, the questionпитање is, what does that costтрошак us?
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Pitanje je, koliko nas to košta?
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That intersectionраскрсница I lookedпогледао at had about 3,000
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Raskrsnicom koju sam ja posmatrao prođe oko 3000
01:53
carsаутомобили perпер day in eachсваки directionправац,
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automobila dnevno u oba pravca,
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and so that's two ouncesgrama of gasгасни to accelerateубрзати out of.
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i to je oko 60ml goriva da se prođe kroz nju.
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That's fiveпет centsценти eachсваки, and timesпута 3,000 carsаутомобили perпер day,
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To je 5 centi po kolima, puta 3000 kola dnevno
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that's $51,000 perпер yearгодине.
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to je 51.000$ godišnje.
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That's just the gasolineбензин costтрошак. There is alsoтакође pollutionзагађење,
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To je samo za benzin. A tu je još i zagađenje,
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wearносити on the carауто, and time.
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trošenje automobila i vreme.
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What's that time worthвреди?
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Koliko je vredno to vreme?
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Well, at 10 secondsсекунде perпер 3,000 carsаутомобили,
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Pa, 10 sekundi puta 3000 automobila,
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that's 8.3 hoursсати perпер day. The averageпросек wageплата in the U.S.
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to je 8.3h dnevno. Prosećna cena sata u Americi
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is $20 an hourсат. That is 60,000 perпер yearгодине.
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je 20$. To je 60.000$ godišnje.
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AddDodavanje that togetherзаједно with the gasгасни, and it's $112,000 perпер yearгодине,
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Zajedno sa gorivom, to je 112.000$ godišnje
02:19
just for that signзнак in eachсваки directionправац.
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samo za taj znak u oba pravca.
02:21
DiscountPopust that back to the presentпоклон, at fiveпет percentпроценат:
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Izračunajte to danas, sa 5%:
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over two millionмилиона dollarsдолара
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preko dva miliona dolara
02:26
for a stop signзнак, in eachсваки directionправац.
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za stop znak, u oba pravca.
02:29
Now, if you look at what that adjacentсуседно propertyимовина is worthвреди,
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Ako pogledate koliko je vredno to susedno imanje,
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you could actuallyзаправо buyкупити the propertyимовина,
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mogli biste da kupite to imanje,
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cutрез down the shrubberygrmlje to improveпобољшати the sightвид lineлине,
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posečete žbunje da popravite preglednost
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and then sellпродати it off again.
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i onda ga opet prodate.
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And you'dти би still come out aheadнапред.
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I opet biste bili na dobitku.
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So, it makesчини one wonderпитати се, "Why is it there?"
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Tako se zapitate, "Zašto to postoji?"
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I mean, why is there that stop signзнак in eachсваки directionправац?
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Mislim, zašto postoji stop znak u oba pravca?
02:47
Because it is savingуштеда livesживи. So, is there a better way to accomplishостварити that goalЦиљ?
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Zato što spašava živote. Postoji li bolji način da se to postigne?
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The answerодговор is to enableомогућите carsаутомобили
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Odgovor je da omogućimo automobilima
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to come in from that sideстрана roadпут safelybezbedno.
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da bezbedno priđu sa tog sporednog puta.
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Because there are a lot of people who mightМожда liveживи up there
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Mnogo ljudi možda živi tamo
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and if they're waitingчекајући foreverзаувек a long queueред could formобразац
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i ako čekaju doveka, može se napraviti dug red
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because the carsаутомобили aren'tнису slowingуспоравање down on the mainглавни roadпут.
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jer automobili ne usporavaju na glavnom putu.
03:01
Can that be accomplishedостварено with existingпостојећи signsзнаци?
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Može li se to postići postojećim znacima?
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So, there is a long historyисторија of stop signsзнаци and yieldпринос signsзнаци.
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Duga je istorija stop znakova i trouglova.
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Stop signsзнаци were inventedизмишљен in 1915,
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Stop znak izmišljen je 1915.
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yieldпринос signsзнаци in 1950. But that's all we got.
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Trougao 1950. Ali to je sve što imamo.
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So, why not use a yieldпринос signзнак?
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Zašto ne bismo onda koristili trougao?
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Well the meaningзначење of yieldпринос is: You mustмора yieldпринос the right-of-wayplacu.
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Jer značenje trougla je: nailazite na put sa pravom prvenstva.
03:16
That meansзначи that if there are fiveпет carsаутомобили waitingчекајући, you have to wait
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To znači da ako petoro kola čeka, morate sa sačekate
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tillдо they all go, then you go. It lacksнедостаје the notionпојам
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dok svi oni prođu, onda krećete. Nedostaje ideja
03:20
of alternatingNaizmenično, or takingузимајући turnsокреће се,
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smenjivanja ili naizmeničnog kretanja.
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and it's always on the minorминор roadпут,
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I uvek je na manjem putu,
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allowingдозвољавајући the majorглавни one to have primacyprimat.
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dajući većem pravo prvenstva.
03:26
So, it's hardтешко to createстворити a newново meaningзначење for the existingпостојећи signзнак.
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Znači, teško je stvoriti novo značenje za postojeći znak.
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You couldn'tније могао suddenlyизненада tell everyoneсви, "OK, rememberзапамтити
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Ne možete odjednom reći svima, "Ok, sećate se
03:30
what you used to do at yieldпринос signsзнаци? Now do something differentразличит."
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šta znači trougao? Sad uradite nešto drugo."
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That would not work.
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To ne bi išlo.
03:34
So, what the worldсвет needsпотребе now
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Ono što je svetu potrebno sada
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is a newново typeтип of signзнак.
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je nova vrsta znaka.
03:38
(ApplauseAplauz)
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(aplauz)
03:42
So, you'dти би have a little instructionупутство belowдоле it,
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Imali biste malo uputstvo ispod,
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you know, for those who didn't see the publicјавно serviceуслуга announcementsobjava.
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znate, za one koji nisu videli javno obaveštenje.
03:47
And it mergesobjedinjuje the stop signзнак and yieldпринос signsзнаци.
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Ovaj znak objedinjuje stop i trougao.
03:50
It's kindкинд of shapedобликован like a T, as in takingузимајући turnsокреће се.
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Oblikovan je kao slovo T (taking turns - smenjivanje).
03:52
And uncertaintyнеизвесност resultsрезултате in cautionOprez.
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A nesigurnost za posledicu ima obazrivost.
03:55
When people come to an unfamiliarNepoznata situationситуација they don't know how to dealдоговор with
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Kada se ljudi nađu u nepoznatoj situaciji u kojoj ne znaju šta da rade,
03:57
they slowспор down.
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oni uspore.
03:59
So, now that you are all "RoadPut ScholarsNaučnici" ...
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Sada pošto ste svi saobraćajno obrazovani...
04:01
(LaughterSmeh)
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(smeh)
04:02
don't wait for that signзнак to be adoptedусвојен, these things don't changeпромена quicklyбрзо.
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nemojte čekati da se taj znak usvoji, ove stvari se ne menjaju brzo.
04:05
But you all are membersчланови of communitiesзаједнице,
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Ali svi ste članovi zajednica
04:07
and you can exerciseвежбање your communityзаједница influenceутицај
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i možete vežbati svoj uticaj u zajednici
04:09
to createстворити more sensibleразумно trafficсаобраћај flowsтокови.
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kako biste stvorili razumnije tokove saobraćaja.
04:11
And you can have more impactутицај on the environmentЖивотна средина
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I možete imati veći uticaj na okolinu
04:13
just gettingдобијања your neighborhoodкомшилук to changeпромена these things
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samo menjanjem ovih stvari u svom kraju,
04:15
than by changingпромена your vehicleвозило. Thank you very much.
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nego menjanjem vozila. Hvala vam mnogo.
04:18
(ApplauseAplauz)
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(aplauz)
Translated by Ivana Korom
Reviewed by Sandra Gojic

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ABOUT THE SPEAKER
Gary Lauder - Venture capitalist
Gary Lauder is the managing partner of Lauder Partners, a VC firm, and the co-creator of the Socrates Society at the Aspen Institute.

Why you should listen

Gary Lauder is the Managing Partner of Lauder Partners LLC, a Silicon Valley-based venture capital firm investing primarily in information technologies. He has been a venture capitalist since 1985, investing in some 60 private companies. He is also chair of ActiveVideo Networks, a developer of interactive television technology for cable, IPTV and other forms of internet delivery. Other directorships: Promptu, MediaFriends and ShotSpotter. Investments are primarily in television/IPTV technology and web arenas. 

He is the co-creator of the Aspen Institute's Socrates Society with Laura, his wife. He has had a working cable modem (usually) in his home since 1994. He is co-inventor of 10 patents, has spoken at some 80 industry forums, and, since 1992, has published several articles about the future of the cable industry ... that he still stands by.

More profile about the speaker
Gary Lauder | Speaker | TED.com